There is no argument that YouTube has blossomed — from what started as a source for online video entertainment — into a massively popular (and extremely relevant) major video advertising platform. This video created by MDG shows the reasons, results, and possible revenue that could be made off YouTube for advertisers.
This article seeks to take a look at not only just how popular YouTube has become, but to also take a look at how – to truly be successful – advertisers need Youtube: Vimeo, Daily Motion, Metacafe, etc. By spreading content across multiple video portals, advertisers and brands will be more successful. The image below shows just how dynamic YouTube’s growth has become.
If you’ve done any type of social PR around the web to get your content noticed, you know that just uploading a video to YouTube will not get the type of views of ROI success that advertisers and clients are looking for.
When YouTube started shelling out funds to networks and filmmakers to produce original “channels” more than a year ago, the company included an exclusivity clause in those contracts confining those videos to YouTube for one year or until their investment was recouped through ad sales.
This has left YouTube channels waiting for a larger audience. Which has caused advertisers to jump ship because they’re tired of waiting around for things to pick up. There’s a way to fix this, and it starts with taking a more open look and approach at how content is promoted and shared across the web.
People hang out in all types of different — we’ll call them “clusters” — around the web. Reddit is a prime example of pulling all of these different clusters into one funnel. But, each of these different clusters has its own ecosystem of where it gathers info. They search for content across multiple video platforms whether they’re looking for information, how-to videos, sports or music. People don’t just have one video platform they rely on for all their needs. YouTube and advertisers need to understand this relationship.
In doing social promotions, you want to make sure you’re getting your content seen by the people who will be most interested in it. That’s where content should be focused first. Then massaging that content with the type of pickup you want to get in mind. If you want your video campaign to be featured in publications like Mashable, FastCompany, The Next Web, Adweek, etc. Then you have to create content that’s in line with the type of work those publications feature.
Same goes with creating and uploading video content to different platforms. Create content with your audience in mind, and then pinpoint which platforms offer you the most amount of visibility and chance of success. So you can’t just look at the ecosystem of YouTube as the end all. You need to also be uploading the same content to: Vimeo, Daily Motion, Metacafe, etc.
The C-suite indexes very high on using video. So if you’re an advertiser and you’re trying to reach the C-suite, video is a great way to go.” How-To videos are great explainging a product more in depth. They also do well on YouTube. So if you’re trying to reach the C-suite, YouTube should be your default upload (it really should just be your default upload site for everything.)
If you’re targeting repeat purchasers, social is one of the places that you need to be because even though these are loyal customers, they are still out talking about your product, asking questions about it and engaging with their peers around it. So you want to make sure that you’re targeting your message within the social world.
Creating content for social is different than the content you would create for straight business. If you already have the customers, then you want to stay visible and relevant. To do this, you need to get more creative. The most important thing you need to remember is to: Make cool shit. The things that get noticed on social are the things that stick out. Whether it’s an outstanding article, interestingly done video concept, fantastic graphic design, or something totally offbeat and hilarious, etc. Continue to push the envelope, and spread the content as far and wide as you possibly can.